India TV attempts to reach urban & rural India

With digitisation in metros, broadcasters are leaving no stone unturned to reach maximum number of households. From launching new channels to initiating campaigns to reach a wider TG, we are seeing a lot of action from various players.

In order to connect with rural as well as urban India, India TV has launched a campaign to communicate its countrywide reach and varied viewership, shared an official release.

The campaign ‘Bharat Se India Tak’ will start from November 19, 2012.

It will talk about India TV’s ability to crossover to the right audiences across length and breadth of the nation; audiences that are worthy target groups for a wide array of national and international brands trying to reach out to the vast and rapidly evolving Indian market, added the release.

Talking to exchange4media, Paritosh Joshi, Strategist, India TV said, “India TV’s connect with audiences, both urban and rural, is well known to media and marketing professionals. This is well evidenced by the wide portfolio of brands that choose India TV as an indispensable component of their media plan, campaign after campaign.”

“The ‘Bharat-India’ concept is exceptionally rich in terms of ‘campaignability’. We have started exploring various ways of building it further in ways that can focus on various facets of India TV’s brand equity. You should expect to see the campaign evolving in several directions over the next year,” he added.

India and Bharat, the two words are usually used to emphasise the rural-urban divide in our great nation – where India cues genteel, urbane and upwardly mobile and Bharat connotes the rustic and perhaps backward hinterland.

The release further added that India TV is one such common denominator. Looking forward, it is critical that this exaggerated segregation be retired and this campaign takes a step in the in the direction of unequivocally asserting, ‘Bharat or India – We are one people’.

The campaign reminds stakeholders of India TV’s history of consistent leadership in metropolitan India. At the same time, it talks about the channel’s loyal and committed viewership in the rapidly transforming prosperous interiors of the country where burgeoning incomes are creating millions of first generation consumers eager to embrace new lifestyles and experiences, added the release.

In order to create awareness among stakeholders, the campaign will be across all substantial digital and print medium with special interest in the business of media. It will be a high-decibel campaign and will continue for almost a month.